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ERIC Number: ED233352
Record Type: RIE
Publication Date: 1983-Aug
Pages: 14
Abstractor: N/A
Reference Count: 0
Functional Advertising.
McCann, Guy
With minor modifications, an advertising fundamentals course can stimulate creative development and provide career direction while it presents the basic elements of advertising. A group presentation introduces students to research and familiarizes them with the conflict resolution process useful in preparing advertising. A group project arranges students into advertising agencies competing on a "live" subject. Working on live products, ones that can be interviewed and studied and that might need an advertising program, introduces students to subject areas for potential employment, gives them experience to list on a resume, and provides a useful sample for a portfolio. In addition to the presentation and project, grades are based on an individual writing assignment and two examinations. A final review of students' work is designed to evaluate not just performance within the course but also potential within the field. Students excelling in all five assignments show both creative and scholastic strength. Those doing well in the creative components--presentation, assignment, and project--might consider copywriting, graphics, or photography as possible careers; while students with strong presentations and good examinations might look into marketing. Those students doing well in the examination only should consider areas where academic ability would be a strong asset. (A course schedule, evaluation instruments, and a sample student advertisement are appended.) (MM)
Publication Type: Guides - Classroom - Teacher; Speeches/Meeting Papers
Education Level: N/A
Audience: Teachers; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).